The US' National Women's Soccer League (NWSL) has unveiled a multi-year partnership with technology giant Google, with consumer electronics brand Google Pixel now in place as the league’s official mobile phone partner.
As part of the deal, Google Pixel will be the presenting sponsor of the NWSL playoffs and championship.
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Also included in the deal is the Pitchside with Pixel program, which revolves around Google’s AI-powered camera technology. The program aims to offer exclusive behind-the-scenes content for fans, including footage from tunnels, sidelines, and press conferences, all shown live on NWSL and Google linear, digital, and social channels.
Finally, Google will sponsor and administer a contest for US-based fans of the 14-team league. Fourteen winners will earn the chance to be part of the Pitchside with Pixel program at a regular season match.
Marketing agency Allied Sports worked with the NWSL’s commercial partnerships strategy team on the deal.
NWSL chief marketing and commercial officer Julie Haddon said: “We are thrilled to welcome Google, a global leader in groundbreaking innovation and connectivity, to the NWSL family as our postseason and LCC content sponsor.
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By GlobalData“As we continue to push the boundaries of what is possible in sports, we are constantly exploring new and dynamic ways to connect fans with the NWSL and our remarkable athletes, especially around the league’s most iconic moments that may not be captured on broadcast or streaming platforms.
Kate Johnson, director of global sports, media, and entertainment marketing partnerships at Google, added: “Google remains committed to increasing visibility, coverage, and engagement in women’s sports, and our partnership with the NWSL is a significant milestone in our ongoing journey.”
Last August Pixel also partnered with top English Premier League soccer clubs Arsenal and Liverpool.
The deals made Google Pixel the official mobile phone partner of both clubs’ men’s and women’s teams.
Pixel’s soccer sponsorships portfolio in addition includes its partnership with English soccer's Football Association, which began in June 2023.
The NWSL, meanwhile, is set to begin its 2024 campaign on March 16. In November, the league confirmed lucrative, long-term domestic media rights agreements with broadcasters ESPN, CBS (the incumbent partner), Amazon, and Scripps through the 2027 season.
Last month, NWSL commissioner Jessica Berman confirmed the league had begun its search for a 16th team, with a Boston side already confirmed as a 2025 entrant.
